—msg.ai: Someone's going to figure out how to help marketers navigate chatbots and messaging and artificial intelligence using technology. It may be this company.

—Omnivrt: This firm wants to bring ad tech like automation to virtual-reality ads.

—Adswizz: There's potentially a big opportunity to bring programmatic advertising to digital audio, and this company is making a push.

—Catch and Release: This company promises to help ad-agency creatives produce more visual ads at scale.

—VidMob: This firm makes it easier to crank out social-video ads quickly by connecting marketers to a stable of producers.

—IFTTT (If This Then That): This may be the company that helps marketers and media companies connect the dots between the growing number of digital in-home devices like Alexa and Google Home.

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1. Amazon: methodically conquering ad tech.

Wait, isn't this list about independent, up-and-coming ad-tech companies? Isn't Amazon nearly a $500 billion company that has been public for decades?

Yes. But inside the e-commerce giant is a stealth ad-tech startup. Amazon has quietly built software and tools that help advertisers buy programmatic ads and help publishers make more money from ads. It's one of the leaders in "header bidding," an ad-tech technique that has revolutionized how digital ads are bought and sold by making the marketplace far more democratic. And don't forget Amazon's robust pool of consumer data.

You can argue whether Amazon qualifies as an ad tech upstart. But it's hard to argue about the company's effect on digital advertising.

Wait, isn't this list about independent, up-and-coming ad-tech companies? Isn't Amazon nearly a $500 billion company that has been public for decades?

Yes. But inside the e-commerce giant is a stealth ad-tech startup. Amazon has quietly built software and tools that help advertisers buy programmatic ads and help publishers make more money from ads. It's one of the leaders in header bidding, an ad-tech technique that has revolutionized how digital ads are bought and sold by making the marketplace far more democratic. And don't forget Amazon's robust pool of consumer data.

3. MParticle: helping brands grapple with data fragmentation.

CEO: Michael Katz

Employees: 87

Estimated revenues: $20 million in recurring revenue

Total funding to date: $37 million

Comment: This four-year-old firm helps marketers pull together data from all sorts of mobile and social services in a way they can actually use it. Clients include Starwood, NBC Universal, and Spotify. Luma Partners CEO Terrence Kawaja recently raved about the company on the Digiday podcast.

CEO: Michael Katz

Employees: 87

Estimated revenues: $20 million in recurring revenue

Total funding to date: $37 million

Comment: This four-year-old firm helps marketers pull together data from all sorts of mobile and social services in a way they can actually use it. Clients include Starwood, NBC Universal, and Spotify. Luma Partners CEO Terrence Kawaja recently raved about the company on the Digiday podcast.

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4. Innovid: plugged into next-generation TV advertising.

CEO: Zvika Netter

Employees: Over 200

Estimated revenues: $60 million

Total funding to date: $65 million

Comment: This video ad-tech company is at the forefront of delivering ads to TV apps, which now make up 22% of the ads it handles. That figure has jumped up 300% over last year. The firm also benefits from advertisers looking to make sure their ads are running in the right (read: safe) places on the web. Innovid says it deliver 90 million hours of video ads a month globally.

CEO: Zvika Netter

Employees: Over 200

Estimated revenues: $60 million

Total funding to date: $65 million

Comment: This video ad-tech company is at the forefront of delivering ads to TV apps, which now make up 22% of the ads it handles. That figure has jumped up 300% over last year. The firm also benefits from advertisers looking to make sure their ads are running in the right (read: safe) places on the web. Innovid says it deliver 90 million hours of video ads a month globally.

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5. AppNexus: aspires to challenge the duopoly.

Comment: Could be valued at as much as $2 billion, according to The Wall Street Journal. The company is one of the biggest players in ad tech that could realistically challenge the likes of Google. It's backed by the ad holding giant WPP. Its long-rumored IPO is still TBD.

Comment: Could be valued at as much as $2 billion, according to The Wall Street Journal. The company is one of the biggest players in ad tech that could realistically challenge the likes of Google. It's backed by the ad holding giant WPP. Its long-rumored IPO is still TBD.

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6. Sprinklr: the social-media data hub for major marketers.

CEO: Ragy Thomas

Employees: 1,500

Estimated revenues: Sprinklr is estimated to have more than $200 million in annualized recurring software revenue, said a person familiar with the matter.

Total funding to date: $228.5 million

Comment: This company helps marketers manage their efforts across dozens of social-media channels. Clients include Microsoft and McDonald's. Sprinklr is valued at $1.8 billion.

CEO: Ragy Thomas

Employees: 1,500

Estimated revenues: Sprinklr is estimated to have more than $200 million in annualized recurring software revenue, said a person familiar with the matter.

Total funding to date: $228.5 million

Comment: This company helps marketers manage their efforts across dozens of social-media channels. Clients include Microsoft and McDonald's. Sprinklr is valued at $1.8 billion.

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7. Roku: built its own OTT ad stack.

Of course Roku is not an ad-tech company. But its devices are in more homes than Apple and Google Chromecast. And did you know that the company has built its own suite of ad-tech designed to deliver, target, and measure ads served in TV apps?

In other words, Roku could be quietly building the ad tech that will run through a huge network of web-connected TVs. Consider that Roku:

has 14 million subscribers who streamed over 9 billion hours of content last year

generated $400 million in revenue in 2016, including $100 million from its media and licensing segment, which includes advertising

has roughly half of top 250 most-watched channels on Roku are ad supported, and the ad-supported segment is the fastest-growing on the Roku platform

delivers about a third of all OTT ad impressions (claimed)

Of course Roku is not an ad-tech company. But its devices are in more homes than Apple and Google Chromecast. And did you know that the company has built its own suite of ad-tech designed to deliver, target, and measure ads served in TV apps?

In other words, Roku could be quietly building the ad tech that will run through a huge network of web-connected TVs. Consider that Roku:

has 14 million subscribers who streamed over 9 billion hours of content last year

generated $400 million in revenue in 2016, including $100 million from its media and licensing segment, which includes advertising

has roughly half of top 250 most-watched channels on Roku are ad supported, and the ad-supported segment is the fastest-growing on the Roku platform

delivers about a third of all OTT ad impressions (claimed)

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8. AdRoll: a hot retargeting upstart.

CEO: Aaron Bell

Employees: 500

Estimated revenues: $300 million run rate this year

Total funding to date: $89 million

Comment: This company is seen as something of a next-generation Criteo for mobile devices, specializing in helping advertisers retarget people who have shown interests in buying particular products. AdRoll says it has over 35,000 active customers, and as Business Insider reported, Snapchat has kicked the tires on this San Francisco firm.

CEO: Aaron Bell

Employees: 500

Estimated revenues: $300 million run rate this year

Total funding to date: $89 million

Comment: This company is seen as something of a next-generation Criteo for mobile devices, specializing in helping advertisers retarget people who have shown interests in buying particular products. AdRoll says it has over 35,000 active customers, and as Business Insider reported, Snapchat has kicked the tires on this San Francisco firm.

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9. AppBoy: aiming to bring the marketing cloud to mobile.

CEO: Bill Magnuson

Employees: 175

Estimated revenues: annual recurring revenue in the range of $30 million to $50 million, said a person familiar with the matter

Total funding to date: $93.6 million

Comments: AppBoy aspires to be something of a mobile answer to the marketing clouds offered by the likes of Adobe and Salesforce. The company works with marketers like Nascar and Domino's to help manage advertising across channels. The startup raised $20 million last year right in the middle of an ad-tech funding drought, as AdExchanger reported, and another $50 million in a series D round this month. Mobile marketing remains an area of big upside. Witness the eye-opening $1.4 billion deal for AppLovin last year. It's now valued at more than $400 million

CEO: Bill Magnuson

Employees: 175

Estimated revenues: annual recurring revenue in the range of $30 million to $50 million, said a person familiar with the matter

Total funding to date: $93.6 million

Comments: AppBoy aspires to be something of a mobile answer to the marketing clouds offered by the likes of Adobe and Salesforce. The company works with marketers like Nascar and Domino's to help manage advertising across channels. The startup raised $20 million last year right in the middle of an ad-tech funding drought, as AdExchanger reported, and another $50 million in a series D round this month. Mobile marketing remains an area of big upside. Witness the eye-opening $1.4 billion deal for AppLovin last year. It's now valued at more than $400 million

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10. MediaMath: part of the ad-tech establishment.

CEO:Joe Zawadzki

Employees: 700

Estimated revenues: $265 million

Total funding to date: Recently secured a $175 million credit facility. Raised $175 million in 2014.

Comment: Mediamath has been around for a while without an exit, and its recent debt-driven funding round perhaps raised some eyebrows. But it's also one of the largest revenue-generating ad-tech companies out there, and it still has connections to major marketers and its technology is respected.

CEO:Joe Zawadzki

Employees: 700

Estimated revenues: $265 million

Total funding to date: Recently secured a $175 million credit facility. Raised $175 million in 2014.

Comment: Mediamath has been around for a while without an exit, and its recent debt-driven funding round perhaps raised some eyebrows. But it's also one of the largest revenue-generating ad-tech companies out there, and it still has connections to major marketers and its technology is respected.

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11. OpenSlate: making sense of YouTube for brands.

CEO: Mike Henry

Employees: Over 75

Estimated revenues: $25 million net

Total funding to date: $18 million

Comment: When YouTube was hit with a string of bad ad placements, ad-buying giant GroupM tapped OpenSlate to help it find brand safe videos to advertise next to. OpenSlate is a go-to for brands trying to navigate the confusing and crowded YouTube creator space.

CEO: Mike Henry

Employees: Over 75

Estimated revenues: $25 million net

Total funding to date: $18 million

Comment: When YouTube was hit with a string of bad ad placements, ad-buying giant GroupM tapped OpenSlate to help it find brand safe videos to advertise next to. OpenSlate is a go-to for brands trying to navigate the confusing and crowded YouTube creator space.

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12. Samba TV: backed by traditional TV incumbents.

CEO: Ashwin Navin

Employees: 195 by the end of 2017

Estimated revenues: $51.2 million in 2016

Total funding to date: $38.16

Comment: Samba TV just reeled in $30 million in new funding. The company, endorsed by Mark Cuban, is positioned to become the arbiter of truth as TV viewership shifts rapidly. It pulls together viewership data from smart TVs, TV apps, and cable boxes, and it tries to make sense of the way people watch TV and encounter ads in 2017. Investors include the ad holding companies Interpublic Group and MDC Ventures as well as Time Warner and A+E Networks.

CEO: Ashwin Navin

Employees: 195 by the end of 2017

Estimated revenues: $51.2 million in 2016

Total funding to date: $38.16

Comment: Samba TV just reeled in $30 million in new funding. The company, endorsed by Mark Cuban, is positioned to become the arbiter of truth as TV viewership shifts rapidly. It pulls together viewership data from smart TVs, TV apps, and cable boxes, and it tries to make sense of the way people watch TV and encounter ads in 2017. Investors include the ad holding companies Interpublic Group and MDC Ventures as well as Time Warner and A+E Networks.

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13. The Washington Post: publisher as ad-tech company.

CEO: Jarrod Dicker is the company's vice president of commercial product and innovation and leads the company's in-house ad-tech initiative.

Employees: 10

Estimated revenues: The media company has seen double-digit advertising-revenue growth, including a 113% increase in programmatic revenue and 129% in branded content. Digital advertising is now a nine-figure business at the company, according to people familiar with the matter.

Comment: The Washington Post is a media company that is quietly incubating Red, an ad-tech division that licenses tools and ad products to other publishers. The company is often praised for its progressive digital approach. The Red team says that since 2016 it has produced 10 products, including the Brand Insights Dashboard, that have been purchased by more than 150 clients.

CEO: Jarrod Dicker is the company's vice president of commercial product and innovation and leads the company's in-house ad-tech initiative.

Employees: 10

Estimated revenues: The media company has seen double-digit advertising-revenue growth, including a 113% increase in programmatic revenue and 129% in branded content. Digital advertising is now a nine-figure business at the company, according to people familiar with the matter.

Comment: The Washington Post is a media company that is quietly incubating Red, an ad-tech division that licenses tools and ad products to other publishers. The company is often praised for its progressive digital approach. The Red team says that since 2016 it has produced 10 products, including the Brand Insights Dashboard, that have been purchased by more than 150 clients.

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14. Datorama: ramping up headcount quickly.

CEO: Ran Sarig

Employees: 250

Estimated revenues: $30 million to $40 million in net revenue, according to people familiar with the matter

Total funding to date: $50 million

Comment: One of the fastest-growing companies in the space as tracked by Pivotal Research. Datorama promises marketers it can help unify all their data across platforms, help the track actual consumers, and make better decisions on where to spend their media budgets. The company, which raised $32 million in 2016, is investing in machine learning and artificial intelligence.

CEO: Ran Sarig

Employees: 250

Estimated revenues: $30 million to $40 million in net revenue, according to people familiar with the matter

Total funding to date: $50 million

Comment: One of the fastest-growing companies in the space as tracked by Pivotal Research. Datorama promises marketers it can help unify all their data across platforms, help the track actual consumers, and make better decisions on where to spend their media budgets. The company, which raised $32 million in 2016, is investing in machine learning and artificial intelligence.

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15. BounceX: aiming to make behavioral ad data more ubiquitous.

CEO: Ryan Urban

Employees: 250

Estimated revenues: $60 million

Total funding to date: $38.85

Comment: This company bills itself as a cloud-based behavioral-data company. Essentially it promises to provide companies — ranging from Sears to Kate Spade to Gannett — with a richer understanding of their web visitors. BounceX claims to have data on 200 million users that can be used to track people as move from device to device, an increasingly crucial need in digital advertising.

CEO: Ryan Urban

Employees: 250

Estimated revenues: $60 million

Total funding to date: $38.85

Comment: This company bills itself as a cloud-based behavioral-data company. Essentially it promises to provide companies — ranging from Sears to Kate Spade to Gannett — with a richer understanding of their web visitors. BounceX claims to have data on 200 million users that can be used to track people as move from device to device, an increasingly crucial need in digital advertising.

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16. iSpot TV: analytics for smart TVs.

CEO: Sean Muller

Employees: 115

Estimated revenues: Roughly $30 million, according to people familiar with the matter.

Total funding to date: $58 million

Comment: Think of iSpot as a Moat for TV. The company pulls data from Smart TVs and has access to unique information on what people watch, what ads are delivered, and whether people stay tuned. They work with many big TV networks and advertisers. The company's valuation was at $112 million as of two years ago.

CEO: Sean Muller

Employees: 115

Estimated revenues: Roughly $30 million, according to people familiar with the matter.

Total funding to date: $58 million

Comment: Think of iSpot as a Moat for TV. The company pulls data from Smart TVs and has access to unique information on what people watch, what ads are delivered, and whether people stay tuned. They work with many big TV networks and advertisers. The company's valuation was at $112 million as of two years ago.

18. Yieldbot: bringing better ad targeting to more publishers.

CEO: Jonathan Mendez

Employees: 100

Estimated revenues: $50 million

Total funding to date: $100 million

Comment: The company promises it can help brands find prospects when they are in the right frame of mind to receive pitches using data on consumer intent. Yieldbot says it can help these marketers connect mobile ads to store visits and even purchases.

CEO: Jonathan Mendez

Employees: 100

Estimated revenues: $50 million

Total funding to date: $100 million

Comment: The company promises it can help brands find prospects when they are in the right frame of mind to receive pitches using data on consumer intent. Yieldbot says it can help these marketers connect mobile ads to store visits and even purchases.

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19. Beeswax: ad tech for those that don't want to build their own ad tech.

CEO: Ari Paparo

Employees: 30

Estimated revenues: $10 million

Total funding to date: $35 million

Comment: Think of Beeswax as offering white-label ad tech. You don't need to build or buy your own real-time ad-buying technology platform. You can use Beeswax's software and tools for a fraction of the price. As owning a second- or third-tier ad-tech company becomes less viable, this company is in a good spot.

CEO: Ari Paparo

Employees: 30

Estimated revenues: $10 million

Total funding to date: $35 million

Comment: Think of Beeswax as offering white-label ad tech. You don't need to build or buy your own real-time ad-buying technology platform. You can use Beeswax's software and tools for a fraction of the price. As owning a second- or third-tier ad-tech company becomes less viable, this company is in a good spot.